Purchasing media space isn’t as important as being an active, engaged citizen within the media space. ‘Marketing’ in terms of media buys isn’t as important as crafting a brand that responds to a changing media environment. A compelling brand creates compelling content. Compelling content is what the entire media ecosystem is designed to support and distribute organically.
Being an engaged brand is viewed as authentic; purchasing people’s attention with one-way messages on 2-dimensional graphics is clumsy and dated. Today’s consumers are hyper aware when you are obviously purchasing their attention, and the implicit message is your brand isn’t strong enough to organically grab their attention in the media environment. Ouch.
Great content is the solution. There is no workaround. Content is King.